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A proposal to name part of a City of Vancouver-owned theatre after a corporate sponsor has reignited debate over how far cities and community groups should go in renaming public buildings after private-sector patrons.

Should schools be named by Coca-Cola, or basketball courts be sponsored by McDonald’s? For most people, that may, at this point, seem a bit far-fetched. But what about Scotiabank Field at Nat Bailey Stadium, Telus World of Science, or Vancity Culture Lab at The Cultch?

Those names for city-owned buildings do exist in Vancouver, and are being cited by two city councillors for why there needs to be a public debate about the propensity for groups using publicly-owned facilities to want to rename them in favour of corporate sponsors.

It is a debate largely being driven by non-profit groups that are turning to sponsorship for funding as local, provincial and federal governments squeeze taxpayers’ dollars harder. But how far is too far, especially when it comes to taxpayer-owned buildings?

“Our democracy has always embraced the concept of patrons. But the idea that a corporation can advertise its products by putting their name on a building is to my mind wrong,” Coun. Andrea Reimer said Thursday. “The fact that we think that can be a replacement for public funding of public buildings would lead us to ask why schools and other buildings can’t be named after corporations. You don’t see the Coca-Cola School. If we cross that line, that would be to me the point of no return.”

On Jan. 21, council will hold a public hearing on an application by the Vancouver East Cultural Centre to add signage to the newly rebuilt $14-million York Theatre, reflecting the corporate support of West Coast Reduction. The company has agreed to donate $2 million to the theatre company in return for putting its name on the stage in the city-owned building. As part of the agreement, the company’s name would be displayed below the theatre’s sign.

Heather Redfern, the VECC’s executive director, said West Coast Reduction’s contribution is necessary for the theatre company to operate. “It is an incredibly important opportunity for us, not only for the York but for the Vancouver East Cultural Centre as well,” she said. “The city is aware of the need to look at the bigger picture here.”

The city doesn’t outright permit third-party advertising on buildings, and requires council support for the renaming of public buildings. That policy was developed in 2006 after a raft of arts and culture groups wanted to rename buildings in return for corporate donations. The issue became so fractious that in 2005 city council put a moratorium on renamings until a policy was developed.

Coun. Raymond Louie, who like Reimer dislikes what he calls “corporatization” of buildings, said he doesn’t mind if corporate sponsors have their names inside buildings, which people “have to make a conscious choice” to enter. But on the outside, it’s a different matter. “It is a matter of record that I do not want the corporatization of our city to occur,” he said.

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